Slide1: New Breed Marketing Pay-Per-Click Service


Agenda: Agenda Presentation Topics: Introduction to Google AdWords, MSN, and Yahoo! Overture Best option to start with and why Ad Distribution Network Primary Benefits of Pay-Per-Click Online Advertising Stats and Trends Appendix: Basic Features


Slide3: Introduction to Pay-Per-Click


Slide4: Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest But, Google also offers a lot more than search alone…


Slide5: MSN Like Google, MSN has a search engine. They also include multiple access points for news services, and have a section of their page dedicated to feature stories.


Slide6: Yahoo! Yahoo! offers a search engine also, but like Google and MSN, they offer much more than that. These three major search engines offer many extras that keep people coming back and also keeps them in the top three sites people use for search.


Slide7: New Breed Marketing recommends starting Pay-Per-Click efforts with: Why? Google is the most widely used search engine in the world. Approximately 50% of people in the U.S. who use search engines choose Google. Their interface is easy to use, their reporting tools are extremely comprehensive, and their product for Pay-Per-Click, Google AdWords, makes it very easy for companies to gain great exposure and to close on sales at a low cost. Starting your Pay-Per-Click efforts with Google will give you direct access to the customers you want to reach, and where and when you want to reach them. Note: New Breed Marketing offers comprehensive Pay-Per Click packages with other search engines, and will explain their options at your request.


What is Pay-Per-Click Advertising?: What is Pay-Per-Click Advertising? Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest


Keyword Advertising: Keyword Advertising Targeted advertising Better advertiser ROI than untargeted ads Improved user experience


A Typical AdWords Ad: A Typical AdWords Ad Display URL (35 character limit) Ad Text (35 character limit) Ad Title (25 character limit)


Slide11: Google’s Ad Distribution Network


Google Network Basics – Ad Distribution: Google Network Basics – Ad Distribution * Source: comScore Media Metrix (September, 2004) The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads These properties include: Search sites, content pages, newsletters, email services & discussion boards network Other 20% 80%


Google Network Basics: Google Network Basics With the Google Network advertisers can: Target ads to search results and relevant Web content Opt-in or opt-out of search and content distribution (default is opt-in for all advertisers) Note: by default, AdWords ads appear on Google.com


Ad Distribution Example: Ad Distribution Example Four AdWords ads under the title ‘Sponsored Links’ Search query: ‘SUV’


What Pay-Per-Click can do for Advertisers: What Pay-Per-Click can do for Advertisers Pay-Per-Click can help an advertiser meet many objectives Determining, measuring, and tracking metrics helps ensure success Generate awareness Build brand Educate prospects Targeted impressions Qualified visits your Web site Depth of involvement Request for proposals Coupon downloads Newsletter registrations Email address opt-ins Generate leads Identify prospects Customer acquisition Sales Sales conversions = $$$ Lower cost per lead/sale


Benefits of Pay-Per-Click: Benefits of Pay-Per-Click The primary benefits of Pay-Per-Click include: Reach Cost Timing Flexibility While all PPC options offer these benefits, AdWords utilizes them very efficiently due to their large number of users.


Benefits of using AdWords: Reach : Content Publishers Search Partners Google Properties 80% The Google Network reaches over 80% of Internet users* Benefits of using AdWords: Reach AOL Amazon Earthlink New York Times About.com * Source: comScore Media Metrix (September, 2004)


Google Reaches Global Markets: Google Reaches Global Markets “Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) Your customers search Google in over 100 languages Reach customers around the world on one platform


Benefits of using Adwords: Cost: No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad More cost-effective than Yellow Pages, Banner Ads & Direct Mail* Conversion tracking = real-time return-on-investment data Benefits of using Adwords: Cost ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004


Example: How Pay-Per-Click Can Pay for Itself: Increase revenue by reinvesting profit $1,000 initial investment in PPC campaign $1.00 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = $100 $1K investment returns $10K in sales Reinvest profits, increase budget Example: How Pay-Per-Click Can Pay for Itself


Benefits of using AdWords: Timing: Benefits of using AdWords: Timing Ads are continuously matched to Internet users’ interests Ads are placed as buying decisions are made The Result: You reach your audience at the right time, with the right message in places other than just their search engine. Timing


Ads Show on Relevant Content Pages: Ads Show on Relevant Content Pages Your customers see your ad when they surf relevant Google Network properties Google technology places your ad on the most relevant content pages


Benefits of using AdWords: Flexibility: Benefits of using AdWords: Flexibility See your ads on Google quickly Optimize and change your ads continually to increase ROI Target multiple locations and languages Flexibility


Benefits of using AdWords: Summary: Benefits of using AdWords: Summary Reach Access to ~80% of Internet users worldwide Cost Low costs for high ROI Pay Google when users click on your ads Timing Ads are seen by users looking to purchase Reach your audience at the right time, with the right message Flexibility Start advertising quickly Unlimited changes, whenever you want You can target ads to the specific location & language of your customers


Slide25: Online Advertising Stats & Trends


Search Now the Largest Share of Online Ads: Search Now the Largest Share of Online Ads Growth of Search: Marketers are voting with their dollars Search now the most dominant form of online advertising Nearly 3x growth in since start of 2003 35 searches per user per month in U.S. 73% search penetration Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004); comScore (October 2004) % Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other


Search Advertising is Far More Cost Effective: 40% Search Search Advertising is Far More Cost Effective Search Advertising is cheap and effective vs. other ad methods * U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004


Slide28: Appendix: Basic AdWords Features


Basic Features of AdWords: Basic Features of AdWords Cost-per-click pricing Ad impressions & click-through rates Language & location targeting The basic features of AdWords include:


Basic Definition: CPC: Basic Definition: CPC CPC: cost-per-click Click: The action a user takes to select your ad and be taken to your website. Google charges the advertiser when a user clicks on your ad The Destination Website A sample AdWords ad


Basic Definition: CTR: Basic Definition: CTR Impression: The appearance of your ad on Google or one of the partner sites CTR: clickthrough rate


CTR Examples: CTR Examples CTR is how Google measures relevance


Benefits of AdWords – Location & Language Targeting: Benefits of AdWords – Location & Language Targeting Targeting options: you can target ads by location and language Regional/Local, Country, Global & Customized Targeting Roughly 40 different language targeting options to choose from


Region/City Targeting Examples: Example: you have local flower shops in the Burlington, VT area Example: you run a restaurant in Nashua, NH Region/City Targeting Examples When should you use regional targeting?


Country Targeting: Country Targeting When should you use country targeting? Use if you have national or global customers Example: you ship to the U.S. only. Target your campaign to the U.S.


Global Targeting: If you have a global business, give your campaigns global exposure Example: If you sell DVDs and have worldwide distribution, you should target your campaign to all countries Global Targeting


Customized Targeting : Use Customized Targeting to target highly specific areas For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting Example: pizza delivery service Customized Targeting


Slide38: How New Breed Marketing can help you… Pay-Per-Click can be very confusing and time consuming. It requires continuous attention to remain competitive. Let us do the work for you!


Slide39: New Breed Marketing offers: -Competitor Parity Line Analysis -Generation of Keywords and Text ads -Conversion Tracking -General Upkeep and Analysis -Weekly Reporting with Analysis and suggestions for increased ROI We know what it takes to make you a new breed of competitor. We Can Help You!


Slide40: Please feel free to contact Devin Mason if you have further questions. 802-655-0800 Thanks!